Blooming QR

M&S

Bringing QR Codes and fresh flowers together. A world first for outdoor.

Challenge

All mums need to be spoilt on Mother's Day. And dads, sons and
daughters alike need a gentle reminder on the countdown to this big
day.

M&S wanted to create a powerful and relevant
interruption. Something that would stop consumers in their
tracks - or in their newsfeeds - and remind them that there was
still time to order from their stunning range of flowers.

They wanted to create something that would enable them to do so,
wherever they were (before they forgot poor old mum again).

This meant we needed a mobile solution as well as a creatively
impactful one.

Solution

The world's first QR code made entirely from fresh flowers. A
beautiful product display, an art installation and an easy way to
order your flower delivery. The QR code moved away from its
traditional position as a mere footnote to the unapologetic subject
of the communications.

Gallery

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Results

Find

Over 20,000 viewed the installation, with hundreds using the QR
code to access the competition and explore the range.

This 10,000-flower-strong installation allowed passers-by to
scan with their phones, browse the full bouquet range and place an
order right up to the last minute.

Inspire

1 in 20 passers-by scanned the poster.

The content generated by the campaign extended its reach even
further, through social channels and in just 3 days we got 62,000
direct engagements.

10% of these shared on their own Facebook pages

Connect

The image and story were picked up in blogs, social media, and
leading publications, resulting in 50 times more people seeing it
online than in person.